Chipotle Report
Part I: Brand Inventory – Company View
History and Corporate vision
Inspired by authentic ingredients and the economic model of one local taqueria store in San-Francisco, Steve Ells began to open the first Chipotle store in 1993 at a former Dolly Madison ice cream location near University of Denver campus. The first Chipotle was a wide success. After two years since the first Chipotle opened, Steve added the second and third Chipotle locations. In 1996, Chipotle Denver area restaurant opened. Following the extraordinary successes, Chipotle was able to invite more outside investors to expand the scale of production to give way for the Chipotle’s openings outside of Colorado: Minneapolis, MN, Columbus and OH. After Steve visited some individual local farms, he found out pigs were raised in air-opening area as opposed to the way majority of pigs were raised. So he decided to dg pork and chicken naturally.
Chipotle went public on New York Exchange in 2006. After that, Chipotle still kept focusing on providing the most authentic and healthy ingredients within each burrito. His techniques to provide best eating experience for customers and fulfilling corporate social responsibilities.
Driven by its main vision “Food with Integrity” -which is to serve the food made with ingredients that serve the best for animals, environments and farmers, Chipotle is still following it and making progress year by year. By 2010, 75 million pounds of meat is naturally raised in a human way without given any antibiotics or added hormones. Besides naturally raised animals and providing fresh meat, we expect to increase the percentage of our cheese and sour cream made with milk from pasture-raised cows. We will continue following our vision and improve our business performances by strengthening our economic models and expanding restaurant margins.
Menu and Food Preparation
Chipotle serves only a five things: burritos, burrito bowls, tacos and salads. But because customers can choose from
History and Corporate vision
Inspired by authentic ingredients and the economic model of one local taqueria store in San-Francisco, Steve Ells began to open the first Chipotle store in 1993 at a former Dolly Madison ice cream location near University of Denver campus. The first Chipotle was a wide success. After two years since the first Chipotle opened, Steve added the second and third Chipotle locations. In 1996, Chipotle Denver area restaurant opened. Following the extraordinary successes, Chipotle was able to invite more outside investors to expand the scale of production to give way for the Chipotle’s openings outside of Colorado: Minneapolis, MN, Columbus and OH. After Steve visited some individual local farms, he found out pigs were raised in air-opening area as opposed to the way majority of pigs were raised. So he decided to dg pork and chicken naturally.
Chipotle went public on New York Exchange in 2006. After that, Chipotle still kept focusing on providing the most authentic and healthy ingredients within each burrito. His techniques to provide best eating experience for customers and fulfilling corporate social responsibilities.
Driven by its main vision “Food with Integrity” -which is to serve the food made with ingredients that serve the best for animals, environments and farmers, Chipotle is still following it and making progress year by year. By 2010, 75 million pounds of meat is naturally raised in a human way without given any antibiotics or added hormones. Besides naturally raised animals and providing fresh meat, we expect to increase the percentage of our cheese and sour cream made with milk from pasture-raised cows. We will continue following our vision and improve our business performances by strengthening our economic models and expanding restaurant margins.
Menu and Food Preparation
Chipotle serves only a five things: burritos, burrito bowls, tacos and salads. But because customers can choose from